Handbook of Research on Customer Equity in Marketing PDF ePub eBook

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Handbook of Research on Customer Equity in Marketing free pdf Customer equity has emerged as the most important metric to manage firm performance and value. The Handbook of Research on Customer Equity in Marketing explores the tactical and strategic issues related to understanding, measuring, managing and implementing this tool. Customer equity is the total combined customer lifetime values of all of a company's customers and includes Value Equity, Brand Equity and Relationship Equity. It determines the true value of a company in that it considers the future revenue of the customer base relative to other companies. Through a combination of perspectives, this Handbook analyzes the topic and considers risk alongside strategy and offers state-of-the-art research on the field. Covering all bases, it begins with exploring the evolution of customer equity and concludes with implications of customer equity implication for the future. Drawing upon the wisdom of a global pool of leading scholars, this Handbook serves as a comprehensive and authoritative guide on customer equity for marketing scholars, practitioners, and students.

About V. Kumar

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Details Book

Author : V. Kumar
Publisher : Edward Elgar Publishing Ltd
Data Published : 30 January 2015
ISBN : 1781004978
EAN : 9781781004975
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 576 pages
Age + : 18 years
Language : English
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